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ENERGY STAR
Certified Clothes Dryer Webinar
2
Agenda
1:00 1:05 Welcome
1:05 1:20 ENERGY STAR Dryer Update and Resources
Presenters from:
1:20 1:30 PSEG Long Island
1:30 1:40 Baltimore Gas and Electric
1:40 1:50 New Jersey Clean Energy Program
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Clothes Dryers Market Opportunity
Market Opportunity
Consumers spent $2.5 billion on dryers in the U.S. in 2012, continues to increase each year
90 million U.S. households use a clothes dryer at home 80% are electric
Over 50 million U.S. households have a washer or dryer older than average product lifetime*
Savings Potential
ENERGY STAR residential clothes dryers will use, on average, approximately 20% less
energy than required by minimum efficiency standards effective in 2015
Differentiation
ENERGY STAR certified dryers provides
your customers with a leading edge
product with out trade-offs in features
and functionalities
5
Promoting ENERGY STAR Dryers
Ask the Experts video on YouTube:
More than 53,000 views (views defined as watching 30 seconds or more of the video)
Reach on Facebook - 248,000
Major media outlets reporting on ENERGY STAR dryers: Washington Post, Associated Press,
Consumer Reports, Forbes and Money Pit
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ENERGY STAR Dryer Rebates
ENERGY STAR
ENERGY Emerging Tech
Est. STAR Dryers Award Dryers
State Utilities Customers Rebate Rebate
NY PSEG Long Island 1,000,000 $150 $300
NJ New Jersey Clean Energy 8,700,000 $100 $300
CT Energize CT 1,200,000 $100 $200
VT Efficiency Vermont, Burlington Electric 377,000 $50 $400
DC DC Sustainable Energy Utility 220,000 $50 $400
BG&E, Delmarva Power, Potomac Edison,
MD Potomac Electric, SMECO 2,000,000 $50
MA, RI National Grid, Unitil 3,500,000 $50
IL Commonwealth Edison 3,400,000 $50
CA SMUD 600,000 $300
CA Silicon Valley Power, City of Santa Clara 120,000 $100, $300
Alexandria Light & Power, Barnesville Municipal
MN Power 10,000 $80
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Whirlpool and Maytag ENERGY STAR Dryers
Matching ENERGY
ENERGY STAR Top or
Brand Fuel Type STAR Washer ENERGY STAR Washer
Dryer Models Front Load
Models Efficiency Level
Whirlpool WED72HED*+ Electric Front WFW72HED*+ ENERGY STAR Most Efficient
Whirlpool WED8000D*+ Electric Top WTW8000D*+ ENERGY STAR
Whirlpool WED81HED*+ Electric Front WFW81HED*+ ENERGY STAR Most Efficient
Whirlpool WED8500D*+ Electric Front WTW8500D*+ ENERGY STAR
Whirlpool WED8700E** Electric Top WTW8700E** ENERGY STAR
Whirlpool WED8740D*+ Electric Front WFW8740D*+ ENERGY STAR
Whirlpool WED87HED*+ Electric Front WFW87HED*+ ENERGY STAR Most Efficient
Whirlpool WED95HED*+ Electric Front WFW95HED*+ ENERGY STAR Most Efficient
Whirlpool WED97HED*+ Heat Pump Front WFW97HED*+ ENERGY STAR Most Efficient
Whirlpool WED99HED*+ Heat Pump (ETA) Front WFW95HED*+ ENERGY STAR Most Efficient
Maytag MED3100D*+ Electric Front MHW3100D*+ ENERGY STAR
Maytag MED4100D*+ Electric Front MHW4100D*+ ENERGY STAR
Maytag MED5100D*+ Electric Front MHW5100D*+ ENERGY STAR Most Efficient
Maytag MED7100D*+ Electric Front MHW7100D*+ ENERGY STAR Most Efficient
Maytag MED8100D*+ Electric Front MHW8100D*+ ENERGY STAR Most Efficient
Maytag MEDB835D*+ Electric Front MVWB835D*+ ENERGY STAR
Maytag MEDB855D*+ Electric Front MVWB855D*+ ENERGY STAR
Contact
Sean Southard, sean_m_southard@whirlpool.com, (269) 923-7258
Sales Associates
ENERGY STAR training materials
Home Appliances Road Show training on
Kenmore Elite Heat Pump dryers 3
ENERGY STAR callout on item level
feature/benefit signing
Contact
Sears: Stephanie Sanders,
Stephanie.Sanders@searshc.com
Kenmore: Leo Steinys,
Leo.Steinys@kcdbrands.com 14
Source: Provided by Sears and Kenmore
Blomberg ENERGY STAR Emerging Tech Award Winning Dryer
Design solutions for small-space living
ENERGY STAR ventless heat pump dryer
allows builders and designers the flexibility to
place the new dryer, along with its stacking
washer, anywhere in the home, from the kitchen
to hall closet.
Contact
Salih Bugay, salih.bugay@arcelik.com,
1-704-491-9854
Source: Provided by Arcelik A.S. - Blomberg
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Samsung ENERGY STAR Dryers
Contact
Jenni Chun, j1.chun@samsung.com
In-Store Product Stickers Social: 2013 / 2014 Digital: 2015 Website Energy Star Filters
Emerging Technology
Award
Purchase Behavior
Washers drive purchase intent for consumers.
Dryers purchased on the same ticket as washers ~50-55% of the time.
Many consumers are willing to mismatch dryers (trading down in price).
Consumer opportunity of promoting replacement / upgrade of old inefficient dryer.
Number of Customers:
996K residential households
Program runs January 1,2015 through December 31, 2015
ENERGY STAR Dryer Target Units Rebate Level Claimed Savings Per Unit
Electric Heat Pump 200 $300.00 200 kWh/ Unit
Electric Dryer 1,000 $150.00 32.69 kWh/Unit
Mail in rebates available at retail locations.
Printable PDFs are available at www.psegliny.com/efficiency
Apply for rebates online (Began in March 2015)
Bill inserts
14
12
10
0
Best Buy P.C. Richard Home Depot Lowe's Sears
Broken Down by Rebate Amount QTY
$150= ENERGY STAR 966
$250= HP- WED99HED* 6
(Pilot incentive for kickoff in December)
$300=HP- DLHX4072* 1
$300=HP- WED99HED* 9
YTD Total 982
Visibility
Additional signage to draw
attention to models
Manufacturer POP placement
Increased signage from manufacturers
Designed free standing marketing material
Awareness
Bill inserts for customers
Increased sales associate and customer trainings
Utility website www.psegliny.com/efficiency
Increased selection of qualified models:
0 5 3 3 1 2
30 30
Agenda
BGE Territory
Clothes Dryer Rebate
Marketing
Results through Q2
Lessons Learned
Next Steps
3131
BGE Territory
3232
Clothes Dryer Rebate
3333
Clothes Dryer Rebate
Incentive Rational:
Assess average incremental cost of non-ENERGY STAR vs. ENERGY STAR
certified clothes dryer
Set incentive levels at 50-75% of the incremental cost
Claimed Savings:
Average of varying sizes and models in accordance with the NEEP Mid-
Atlantic Technical Reference Manual and Third Party Evaluation
3434
Marketing Digital Ads
3535
Marketing Maryland Tax Free Weekend
Direct mail post card mailed to 9,000+ customers the week of February 2nd
3636
Marketing Maryland Tax Free Weekend
Free standing Insert dropped to ~100,000 customer homes week of February 2nd
3737
Marketing Maryland Tax Free Weekend
Featured washer and dryer offers highlighting the combined savings with
a dual purchase
Point-of-Purchase stickers and hang tags placed in participating retailers
e.g., Sears, Home Depot, Lowes, etc.
Messaging promoted clothes dryer and clothes washer incentive
combined with the Presidents Day sales and tax-free shopping (for
clothes washer).
Traffic to the clothes dryer webpage on BGESmartEnergy.com was up
48% during the advertising campaign period.
3838
Results 2015 Q1, Q2
3939
Results Top Retailer Rankings
Rank Retailer
1 Sears
2 Lowes
3 Best Buy
4 The Home Depot
5 hhgregg
6 Bray & Scarff
7 Pacific Kitchen & Home
4040
Lessons Learned
Challenges:
Clothes Washer/Clothes Dryer stacked sets in which only the
Clothes Washer is ENERGY STAR certified
High incremental cost of Heat Pump Clothes Dryers compared to
standard ENERGY STAR clothes dryers, small incremental energy
savings
Not seeing a 1:1 ratio between the number of received clothes
washer rebates vs. clothes dryer rebates
Successes:
Marketing message focused on bundled clothes washer/clothes
dryer purchase
4141
Next Steps
4242
Contact Information
Cynthia Edwards
Product Program Manager, BGE
Cynthia.E.Edwards@constellation.com
410-470-1312
Natalie Zandt
Mid-Atlantic Appliance Program Manager, ICF International
Natalie.Zandt@icfi.com
202-862-1248
4343
New Jerseys Clean Energy
Program
Promotion of ENERGY STAR Clothes Dryers
Kevin Burke / Honeywell
Kim Hoff / CLEAResult
Chris Badger / VEIC
Honeywell Market Manager Team
ENERGY STAR Clothes Dryer Webinar
July 23, 2015
NJCleanEnergy.com
FY2016 New Jersey Dryer Program
Fiscal calendar July 1, 2015 thru June 30, 2016
Two tier rebate structure
Mail-in and Instant Rebates (With participating retailers)
Tier 1 $100 ENERGY STAR V1
Tier 2 $300 ENERGY STAR 2014 Emerging Technology Award
Primary delivery in retail; New multifamily efforts for FY2016
Claimed savings
Tier 1 (Electric) 186 kWh
Tier 1 (Gas) 9 kWh; 0.90 MMBTU
Tier 2 (Electric) 388 kWh
Annual Goals 750 Tier 1 Units (600 Electric); 50 Tier 2 Units
NJCleanEnergy.com
New Jersey Market Snapshot
3.2 Million Households
72% Single Family / 28% Multifamily
NJCleanEnergy.com
Marketing Tactics
Engagement
Events (Home Shows and NJ Associations)
NJ Clean Energy Outreach Team
Awareness
Press Release
Radio Advertising
Movie Advertising
Minor League Baseball
How Heard Results for Dryers
Retailers 48%
Website 36% Digital Ad
NJCleanEnergy.com
Program Challenges & Solutions
Challenges
Deactivation rates
Not unique to dryers
Non-ENERGY STAR dryers paired with eligible ENERGY STAR washers
Market share qualification gap between gas and electric units
Retail sales associates suggest customers try getting the rebate
Limited flooring of qualified models at national retailers
% of ENERGY STAR Natural Gas models does not match market sales
350 200
180
300
160
250 140
120
200
100
150 80
60
100
40
50
20
0 0
Oct Nov Dec Jan Feb Mar Apr May Jun Oct Nov Dec Jan Feb Mar Apr May Jun
NJCleanEnergy.com
New Jersey Clean Energy Program Contacts
Kim Hoff
kimberly.hoff@NJCleanEnergy.com
732-218-3410
NJCleanEnergy.com
Q&A
Discussion
53
Opportunities to interact with ENERGY STAR stakeholders, including
energy efficiency program sponsors and retailers
Custom tracks focus on:
Appliances
Water Heaters
Lighting
Consumer Electronics
Looking for your input on key topics for Appliance Road Mapping
Session
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ENERGY STAR Contacts Appliances
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